RB and Lions Health hold air pollution innovation hack

The three-day hack in Cannes, France begins today and will see representatives from global agencies including McCann Health, Sudler & Hennessey and Medulla Communications team up with RB’s R&D and marketing experts to develop an innovative solution to protect children from air pollution.

The focus of this year’s event will be on China - which has some of the highest air pollution levels in the world, with some some cities experiencing 10 times the recommended particle matter levels.

Roberto Funari, RB’s executive vice president, said: “Air pollution is a huge global issue and by bringing together talented individuals across our business with creative experts from around the world, I’m hoping to see some exciting innovations that could potentially save lives in the future.”

Last year the hack saw teams come up with three inventive solutions for India’s air pollution levels, which included AIRbrush-it - an antipollution paint, a pollutant filtering baby pacifier and a music instrument to strengthen children’s lungs - which was the winning idea.

Vinayak Shinde, a member of last year’s winning team and creative director at advertising agency Medulla India said: “The inaugural RB & Lions Health Innovation Hack was an inspiring and rewarding experience.

“To be part of an idea’s conception, collaborating with a team of like-minded people on a serious public health issue like air pollution, was the highlight of the festival.”

The team’s results will be presented and judged at the Lions Health festival by a panel including Funari and Jingang Yang - a professor at Fuwai hospital and director of department of health communication, National Center of Cardiovascular Disease, Beijing.

“We’re thrilled the hack is back for another year as it proves a unique opportunity for agencies to work collaboratively with R&D experts that are normally behind the scenes to create cutting-edge, future solutions to a global issue.